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Publications
- SRDC Series #210
CA$HING IN ON
BUSINESS OPPORTUNITIES: A GUIDE TO BUILDING A HOME-BASED AND MICRO-BUSINESS
PROGRAM
Copyright 2000 by the Southern
Rural Development Center
The Ca$hing in on Business Opportunities Curriculum is designed
to be used by educators who work with home-based and micro-businesses.
The curriculum is comprehensive, covering a wide array of topics
of interest to current or potential business owners. Each chapter
follows a basic format consisting of a leader’s guide, (with
goals and objectives, a narrative, handouts, and transparency
masters). Also included with the curriculum are disk with Power
Point presentations of the transparencies. The curriculum is intended
to be used to be used in a variety of educational ways, including:
- As a reference tool for educators;
- As a reference tool for entrepreneurs;
- As a single topic short course (covering only one chapter);
- As a multi-topic workshop (covering several chapters);
- As a comprehensive course (covering all 22 chapters); or
- The most effective configuration for specific educational
needs.
The curriculum is written at a basic or beginning business level.
Information should be added or deleted as appropriate for the
various audiences, and local resource people or consultants should
be brought in to supplement needed expertise when necessary. Extension
educators are encouraged to adapt the information to meet the
needs of the clientele.
National recognized Extension experts in the area of small business
development wrote each chapter. This curriculum includes several
different styles and formats that reflect the personal preferences
and approaches of the various authors.
The Ca$hing in on Business Opportunities curriculum was developed
by the CSREES Home-Based and Micro-Business National Design Team
as a part of the Communities in Economic Transition National Initiative.
Below are chapter outlines for each of the 22 chapters. The 1,500-plus-page
curriculum is available in a CD-ROM version (all chapters are
in Adobe Acrobat format and include presentation files for each
chapter) for $49.95. The price includes shipping and handling.
Orders need to be pre-paid or by purchase order. For ordering
information, contact the SRDC at 662-325-3207, 662-325-8915 (fax),
or cfleming@srdc.msstate.edu.
Contents
PREFACE: Manual for Developing Home-Based and Micro-Business
Programming (Ann Lastovica)
Programming Suggestions
Part I: Sharpen Your Entrepreneurial Skills
Chapter 1:
Assessing Self-Employment for Success (Ann Lastovica)
Chapter 2:
Spotting Opportunities among Scams (Dave Buchen and Beth Duncan)
Chapter 3:
Working and Living in the Same Space (Kathleen Parrott)
Chapter 4:
Developing Time-Management Tactics (Connie Kratzer)
Chapter 5:
Professionalism Pays (Patty Rai Smith)
Part II: Get Down to Business
Chapter 6:
Writing a Business Plan (Beth Duncan)
Chapter 7:
Setting the Right Price (Beth Duncan)
Chapter 8:
Choosing the Best Business Structure (Carol Schwab)
Chapter 9:
Adhering to Regulatory Requirements (Jacqueline LaMuth)
Chapter 10:
Managing Inventory (Myrna Miller and Karen Biers)
Chapter 11:
Deciding on a Distribution Channel (Myrna Miller and Patty
Rai Smith)
Chapter 12:
Selling Secrets (Pam Brown)
Chapter 13:
Gaining the Customer Satisfaction Edge (Carol Thayer)
Part III: Plan as You Expand
Chapter 14:
Targeting New Markets (Greg Passewitz)
Chapter 15:
Keeping Tabs on Cash (Barbara Rowe and Mike Roberts)
Chapter 16:
Recruiting, Training, and Motivating Employees (Patty Rai Smith)
Chapter 17:
Employing the PC to Perform Work (Neil Vines)
Chapter 18:
Communicating Electronically (Neil Vines and Pam Brown)
Chapter 19:
Insuring against Catastrophes (Connie Kratzer)
Part IV: Boost Your Bottom Line
Chapter 20:
Calculating Financial Ratios (Barbara Rowe and Holly Schrank)
Chapter 21:
Getting Your Just Deductions (Barbara Rowe and Zoel Daughtrey)
Chapter 22:
Searching for Capital (Barbara Rowe)
Chapter 23:
Electronic Retailing: Selling on the Internet (Beth Duncan)
Assessing Self-Employment
Skills for Success
Instructor’s Guide
This guide includes a basic text for teaching current and potential
home-based and micro business owners how to evaluate their personal
and business skills, experiences, and business interests (if they
have not already made a decision about the type of business they
want to start).
Typically, this session is part of a larger educational program
targeted to current and potential business owners. This curriculum
can be adapted to meet audience needs and the time allotted for
the presentation. The guide is developed for a one- to two-hour
time period.
Before presentation begins (if possible) distribute copies of
Handout 2, "Do You Have What It Takes To Start a Home-Based
or Micro Business?" Have participants complete it (if time
allows) so they will be prepared to participate more fully in
session.
Additional option: Invite an individual or panel of home-based
or micro business owners to speak to the participants. Before
the session, give the business owner(s) Handout 1, "Suggested
Questions for Home-Based or Micro Business Owners." These
questions will serve as a guide to presenters as they develop
their remarks. If an individual speaker or panel is included,
the remainder of the program content will need to be adjusted
to comply with time restrictions. Allow one hour for panel presentation
and have a moderator ask the questions from the sheet. This will
help keep the panelists "on track." Inform the panelists
that they do not have to respond to all questions, only the ones
that they have significant information to contribute.
Throughout the text, [Transparencies] are indicated as well as
[Worksheets/Handouts].
Goal: For current and potential business owners to
identify their personal and business skills and types
of business interests to prepare them for success in their home-based
or micro businesses.
Objectives: As a result of this program, participants
will do the following:
• Assess their entrepreneurial skills.
• Assess their business management skills.
• Decide on the type of business they are interested
in operating based on their identified interests and
abilities.
Handouts
Handout 1 — Suggested Questions for Home-Based or Micro
Business Panelists
Handout 2 — Do You Have What It Takes To Start a Home-Based
or Micro Business?
Handout 3 — Business Ideas
Handout 4 —Rate Yourself: Are You Ready To Start a Business?
Miniature copies of transparencies with space for notes
Additional Resources
Ashmore, M. C., Fischer, L. M., Rippey, G., Southwick, T. W.,
Zlotnick, L. A., Douthitt, F. (1988). Risks & Rewards
of Entrepreneurship (Manual and Teacher’s Resource Guide),
St. Paul, MN: Changing Times Education Service, EMC Publishing.
Brabec, Barbara (1997). Homemade Money (5th ed.). Cincinnati,
OH: Betterway Books.
Edwards, Paul & Sarah (1994). Working from Home: Everything
You Need To Know about Living & Working under the Same
Roof. New York: Putman Publishing Group.
Edwards, Sarah & Paul (1996). Secrets of Self-Employment:
Surviving & Thriving on the Ups & Downs at Being Your
Own Boss. New York: Putman Publishing Group.
Gray, D. A. (1993). Have You Got What It Takes? The Entrepreneur’s
Complete Self- Assessment Guide (3rd ed.). Bellingham,
WA: Self-Counsel Press.
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Spotting Opportunities Among
Scams
Instructor’s Guide
This unit includes basic information for teaching entrepreneurs
about business schemes, business scams, and fraudulent business
opportunities. It is designed to be used in a one-hour session.
A combination of lecture and hands-on approach is recommended.
Internet access is recommended for use during the lecture and/or
hands-on experience.
Goal: To provide the background and basic information
on business scams (a fraudulent business scheme, a swindle) and
fraud related to small business opportunities.
Objectives: As a result of this lesson, entrepreneurs
will be able to:
• Better understand about small business schemes
and scams.
• Identify major types of small and home-based business
scams.
• Better evaluate the legitimacy of business opportunities.
Included with this curriculum are two case studies taken from
the files of the Federal Trade Commission’s Chicago regional
office. The names have been changed to protect the privacy of
the individuals involved.
Handouts
Handout 1—Case Study #1
Handout 2—Case Study #2
Handout 3—Spotting Opportunities Among Scams
Miniature copies of transparencies with space for notes
Additional Resources
Council of Better Business Bureaus, Inc.
4200 Wilson Bld.
Suite 800
Arlington, VA 22203-1838
telephone—703-276-0100
http://www.bbb.org
Federal Trade Commission
Consumer Response Center
600 Pennsylvania Ave, NW
Washington, DC 20580
telephone—877-FTC-HELP (382-4357)
http://www.ftc.gov
National Consumers League
1701 K Street, NW, Suite 1200
Washington, D.C. 20006
telephone—202-835-3323
http://www.natlconsumersleague.org
National Fraud Information Center
PO Box 65868
Washington, DC 20035
telephone—800-876-7060
http://www.fraud.org
United States Postal Service
Office Of Inspector General
Attn: Hotline
1735 N. Lynn Street
Arlington, VA 22209-2020
telephone—888-877-7644
http://www.usps.gov
Note: The case studies contained in this chapter were taken from
the files of the Federal Trade Commission’s Chicago regional
office. The names have been changed to protect the privacy of
the individuals involved.
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Working and Living in the
Same Space
Instructor’s Guide
By definition, a home-based business takes up space in a home.
Before the start of the business, the space was all family space.
As the business develops, family and household space must be ceded
to the business. In order for the business and the family to be
successfully integrated into the home space, a plan is needed.
This Instructor’s Guide outlines a workshop of about 45
to 60 minutes (one hour) on the topic of integrating the business
into the home space. The focus is to prepare for and prevent potential
conflicts. The expected audiences are new or future home-based
entrepreneurs. Typically this workshop would be part of a larger
educational program or series targeted to this audience.
Goal: The goal of this session is for home-based business
owners to be able to accommodate business needs in the home space
while preventing family conflicts.
Objectives: As a result of this program, participants
will be able to do the following:
• Identify the space needs of their home-based business,
considering the type of business and the activities conducted
in the home.
• Identify potential conflicts between family/household
and business needs for space.
• Develop an action plan to accommodate business needs
in the household space while preventing household conflicts.
Materials Needed
For the participant:
• A copy of the publication, "Can You Live Where
You Work...And Work Where You Live?" (Publication
354-306, from the Virginia Cooperative Extension)
This publication is available for $1.50 per copy from Extension
Distribution Center, Landsdowne Street, Virginia Tech, Blacksburg,
VA 24061-6192, 540/231-6192. Please contact the Distribution Center
for information about quantity orders or for reproducing this
publication in another state.
For the instructor:
• Copies of all participant materials
• Instructor’s Guide
• Transparency Masters (17). These masters can be made
into overhead transparencies or slides to use in the workshop.
Alternatively, for a small group, they can be used as a flip
chart.
• Markers or transparency pens to jot down ideas from
participants as topics are discussed. This can be on an overhead
transparency, flip chart, or chalkboard.
Handouts
Handout 1–"Bringing the Business into the Home: Space
and Time Intrusion" (Note: this is the same as transparency
#15.)
Miniature copies of transparencies with space for notes
Additional Resources
Alexander, H. H. (1988). Analyzing interior spaces for a home-based
business. (HE-FO- 3367). University of Minnesota: Minnesota
Extension Service.
Parrott, K., Lindsey, P. and Lastovica, A. (1993). "Can
you live where you work...and work where you live?" American
Home Economics Association Abstracts of Research 1993 Annual Meeting,
34.
Parrott, K., Bach, A., and Lastovica, A. (1990). "Can you
live where you work...and work where you live?" Choices,
Challenges and Changes, National Home-Based Business Conference,
Lincoln, NE.
Parrott, K., Kean, R., & Niemeyer, S (1990). "Work at
home: Conflict and compromise on the use of space." Housing
and Society, 17 (3). 17-26.
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Developing Time-Management
Tactics
Instructor’s Guide
This guide includes the basic text for teaching time management
concepts. If the types of businesses are identified before the
workshop, you can use related examples.
How you use this curriculum will depend on the needs of your
audience and the time allowed for presentation. It is developed
for a 1-hour to 75-minute presentation. If less time is available,
you can cut it by using the goal setting and scheduling sections
alone.
Throughout the text, suggestions for use of transparencies and
handouts found in the appendices are noted on the left side of
each page.
Goal: The goal of this session is for current and potential
business owners to develop skills in time management.
Objectives: As a result of this session, participants
will be able to do the following:
• Identify how time is currently being used.
• Determine priorities for time use.
• Develop time use plans based on priorities.
• Identify things that interfere with effective time
use.
Handouts
Handout 1–Take the Time Quiz
Handout 2–How Do You Use Your Time Now
Handout 3–Goal Setting Worksheet
Handout 4–Seasonal Tasks
Handout 5–Sample Weekly Plan
Handout 6–Dividing the Day
Handout 7–Daily Schedule
Handout 8–Time Management Tips
Miniaturized copies of transparencies with space for notes
Additional Resources
Barnes, Emilie. (1995). Creative Home Organizer. Eugene, Oregon:
Harvest House Publishers.
Barnes, Emilie. (1994). More Hours in My Day. Eugene, Oregon:
Harvest House Publishers.
Edwards, Paul & Sarah, (1994) Working from Home, Everything
you Need to Know about Living and Working Under the Same Roof.
New York, New York: G.P. Putnam Sons.
Eisenberg, Ronni with Kelly, Kate (1986). Organize Yourself!
Collier Books, Macmillan Publishing Company, New York.
Johnson, Spencer, M.D. (1985). One Minute for Myself. New York:
Avon Books.
Lehmkuhl, D. & Lamping, D. (1993). Organizing for the Creative
Person. New York, New York: Crown Publishers.
Miller, L. & Burns, C. (1984). I Just Need More Time. Wichita
Falls, Texas: Woman Time Management.
Morgenstern, Julie. (1998). Organizing from the Inside Out. New
York, New York: Henry Holt Publishers.
Moskowitz, Robert. (1993). How To Organize Your Work & Your
Life. New York, New York: Doubleday.
Roesch, Roberta. (1996). The Working Woman’s Guide to Managing
Time. Englewood Cliffs, NJ, Prentice Hall.
Schofield, Deniece. (1984). Confessions of a Happily Organized
Family. Cincinnati, Ohio: Writer’s Digest Books.
Schofield, Deniece. (1994). Confessions of an Organized Homemaker.
Cincinnati, Ohio: Betterway Books.
Smith, Hyrum W. (1994). The 10 Natural Laws of Successful Time
and Life Management. New York, New York: A Time Warner Company.
Smith, Ken. (1992). It’s About Time. Wheaton, Illinois:
Crossway Books.
Tassi, Nina (1991). Urgency Addiction. Taylor New York, New York:
Warner Books.
Winston, Stephanie. (1983). The Organized Executive. New York,
New York: W. W. Norton & Company.
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Professionalism Pays
Instructor’s Guide
It is difficult for any home-based business to succeed if its
professional image isn’t comparable to that of competitors.
The technological developments now make it possible for the home
office to be as connected as any workplace, thus, the tremendous
growth in numbers and types of home-based operations. Attitude
of the business owner(s) was also found to be decisive. Home-based
entrepreneurs now have the opportunity to be as competitive as
they choose to be.
Research indicates certain professional business practices signal
the seriousness of the entrepreneur and predict gross income.
Many of these practices are relatively inexpensive and easy to
do. However, further studies indicated few home-based business
owners were using these practices.
This program can be disseminated through a seminar/workshop format
or excerpts be used for newsletters, press releases, radio programs,
and the like. Spinoffs from this presentation on professionalism
could include topics such as business etiquette, choosing /designing
print materials, and developing a good self-image. The entire
text or portions of text can be used as a handout.
Goal: To create an awareness among entrepreneurs of
the importance a good professional image plays in the success
of a home-based business and to inform them about practices that
demonstrate professionalism.
Objectives: In this session participants will do the
following:
• Learn about the correlation between professional
business practices and the financial success of a
home-based business.
• Learn, understand, and apply professional business
practices in the operation of their businesses.
• Understand the importance of employing a serious
but positive attitude as they develop their businesses.
Handouts
Handout 1 — Business Management Practices That Indicate
Success
Handout 2 — Home-Based Businesses and Their Families Professionalizing
Home-Based Businesses
Handout 3 — Professional Practices Inventory
Handout 4 — The Professional Business Telephone
Miniature copies of transparencies with space for notes
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Writing a Business Plan
Instructor’s Guide
This unit includes the basic information for teaching entrepreneurs
how to write a business plan. It is designed to be used in a 2-4
hour session depending on the size and background of the audience.
A combination of lecture and hands-on approach is recommended.
Participants should be given time to work on a basic outline of
their business plans and report orally to the entire group. Participants
who want to continue the development of their plans should be
given a 2-4 week time to do so with follow-up and feedback from
the instructor.
Goal: Entrepreneurs will learn how to write business
plans.
Objectives: As a result of this session,
• Entrepreneurs will learn the reasons for preparing
a business plan.
• Entrepreneurs will learn the components of a business
plan.
• Entrepreneurs will learn business plan format.
Handouts
Camera-ready copy of Instructor’s Guide
Miniature copies of transparencies with space for notes
This unit was adapted (with permission) by Beth Duncan from "A
Guideline for Preparing a Business Plan" written by the Mississippi
Department of Economic and Community Development, P.O. Box 849,
Jackson, MS 39205 601-359-3593.
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Setting the Right Price
Instructor’s Guide
This unit includes basic information for teaching pricing to
entrepreneurs. It is designed to be used in a 11/2 - 2 hour session
depending on the size and background of the audience. A combination
of lecture and hands-on approach is recommended. Participants
should be given time to complete the worksheets during the session,
with immediate feedback and discussion from the instructor.
Goal: Entrepreneurs will learn how to determine the
price to charge for a product and/or service.
Objectives: As a result of this session, entrepreneurs
will learn the following:
• how to calculate total costs.
• how to calculate a profit margin.
• the difference between wholesale and retail pricing.
• how to use break-even analysis.
• the psychological factors that impact pricing.
Handouts
Handout 1 — Overhead Expenses Exercise
Handout 2 — Pricing Worksheet
Camera-Ready copy of Instructor’s Guide
Miniature copies of transparencies with space for notes
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Choosing the Best Business
Structure
Instructor’s Guide
The following outline of the presentation, "Choosing the
Legal Structure of Your Business," assumes that the presenter
has detailed knowledge of the issues discussed. This information
is not intended to educate the presenter. Also, each state may
have different laws on these issues. A presentation on legal issues
intended for a national curriculum must be, by necessity, a broad
general outline. The presenter must know the laws in his or her
state to make an effective presentation.
An attorney is the most appropriate person to present this information,
preferably an attorney who practices or teaches business law.
A lay person who presents legal information, even in an educational
setting, runs the risk of giving legal advice in response to questions
from the audience. Giving legal advice is considered to be the
practice of law. The practice of law is a highly regulated profession.
Only someone licensed to practice law may do so. If an unlicensed
person gives legal advice or performs legal services, he or she
may be subject to criminal penalties, including fines and imprisonment.
The only exception to this rule is when the person represents
himself or herself in a legal matter. For example, it is legal
for a lay person to incorporate his or her business, but it is
illegal to help others incorporate their businesses. Whether the
person charged a fee for his or her advice or services is irrelevant.
Goal: Entrepreneurs will make informed decisions about
the legal structure of their businesses.
Objectives: This program is intended to do the following:
• Raise the consciousness of home-based business
owners about the importance of choosing the legal
structure of their businesses.
• Provide information about the four basic forms of
doing business to enable home-based business owners
to compare different forms of doing business.
• Motivate home-based business owners to talk about
the topic with professional advisers to help them
make informed choices.
Handouts
Handout 1–Legal Structures Comparison Table
Miniature copies of transparencies with space for notes
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Adhering to Regulatory Requirements
Instructor’s Guide
Goal: Entrepreneurs will become familiar with public policy
issues that affect home based businesses.
Objectives: As a result of this session, entrepreneurs
will learn the following:
• Local codes, regulations, and policies that affect
local home-based businesses.
• The importance of being on good terms with neighbors.
• How to work with local zoning boards and commissions.
Handouts
Handout 1 — Do Your Own Research on Local Laws, Regulations,
and Perceptions
Handout 2 — General Information about Permits and Variances
Handout 3 — Decision Considerations
Handout 4 — Basic Requirements for Home-based Businesses
Handout 5 — Local Costs of a Home-Based Business: Positive
or Negative Impact?
The Chapter 9 text
Miniature copies of transparencies with space for notes
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Managing Inventory
Instructor’s Guide
This guide includes a basic text that can be used for teaching
or as a handout to current and potential home-based/micro business
owners. It will provide the entrepreneur with education, information,
and resource lists on purchasing raw product or business supplies
for their business.
This curriculum can be adapted to meet audience needs and interests.
The guide is developed for a 1 to 1-1/2 hour time period. Throughout
the text transparencies are indicated. They are listed in appendices.
Goal: For current or potential home-based business
owners to identify wholesale sources for purchasing new products
or business supplies that will help them prepare for success and
profit in their businesses.
Objectives: As a result of this program, participants
will do the following:
• Learn where they can purchase raw materials and
business supplies wholesale.
• Learn planning and management skills that will enable
them to deal effectively with wholesalers.
Handouts
Outline
Miniaturized copies of transparencies with space for notes
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Deciding on a Distribution
Channel
Instructor’s Guide
This guide includes a basic text for teaching current and potential
home-based/micro business owners about different methods of distributing
products and services, recognizing that many businesses will use
multiple methods in their marketing plans. This session will coordinate
with the other educational marketing programs. The curriculum
can be adapted to meet the audience needs and time allotted. This
program is developed for a two-hour period.
Throughout the text, transparencies are indicated. A handout
that includes additional resources and a glossary is also included.
Goal: The goal of this session is for potential and
current business owners to learn basic information about different
distribution methods for marketing products and services and for
them to obtain information to locate additional resources.
Objectives: As a result of this program, participants
will do the following:
• Learn about different methods of distribution.
• Learn about resources for finding additional market
distribution information.
• Recognize that selection of marketing methods is
an ongoing, ever changing
process as the business and economic climate changes.
• Learn that distribution is an integral part of a
business plan/marketing plan.
Handouts
Handout 1 — Distribution Methods for Marketing Products
and Services camera-ready copy
Miniature copies of transparencies with space for notes
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Selling Secrets
Instructor’s Guide
Goal: The goal of this chapter is to teach the would-be
home-based or micro business owner or current owner how to develop
or improve salesmanship skills. Sales, in any business, are key
to the success of that business. This text is designed to be taught
in a one-hour segment, unless role play scenarios are included
to enhance the application of technique.
Objectives: After studying this section on salesmanship,
the participant will be able to do the following:
• Define salesmanship and why it is important to
the home-based business owner.
• Explain the value of relationships in selling.
• Differentiate retail and wholesale selling
• Use a variety of communication techniques in selling.
• Recognize customer responses.
• Know the steps in closing a sale.
Handouts
Handout 1–Ten Commandments of Creating Sales
Handout 2–Effective Salesmanship
Handout 3–Selling Secrets
Miniature copies of transparencies with space for notes
Additional Resources
Alessandr, A.J.; Wexler, P.; Barrera, R., Alessandra, T. (1992).
Nov.-Manipulative Sellin, New York: Prentice Hall Ass.
Brabec, B. (1997). Homemade Money. 5th edition. Cincinnati, OH:
Betterway Books.
Evanson, D. R., Fisher, J., Griffin, C. E., Kanarek, L., Kennedy,
D., McGarvey, R., &
Weinstein, B. (1996). "10 best ways to...." Entrepreneur
Magazine, (March), 102- 111.
Graham, J. R. (1996). "How to become indispensable to customers."
Supervision, (April), 17- 19.
Pinson, L. & Jinnett, J. (1989). The Home Based Entrepreneur.
Dover, NH: Upstart Publishing Co., Inc.
Withy, J. J. & Panitz, E. (1995). "Face-to-face selling:
Making it more effective." Industrial Marketing Management,
24 (Aug.), 239-246.
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Gaining the Customer Satisfaction
Edge
Instructor’s Guide
This guide contains a basic text for teaching Customer Service
and Satisfaction. It is designed to be taught in a two hour presentation
allowing for a short break. If less time is available, shorten
the section on the "listening" techniques, telephone
techniques, or handling angry customers. If the participants are
surveyed in advance, only those sections that address their specific
needs should be included.
Goal: Entrepreneurs will understand the role of excellent
customer service in their business operations.
Objectives: As a result of this session, participants
will do the following:
• Understand the relationship of customer service
and customer satisfaction.
• Identify the qualities of excellent customer service.
• Practice listening skills.
• Learn effective methods to use when handling angry
customers.
• Enhance telephone service skills.
Handouts
Handout 1–A Listening Test
Handout 2–Customers Evaluate Service Quality on Five Points
Handout 3–Telephone Customer Service Tips
Miniature copies of transparencies with space for notes
Additional Resources
Barsky, Jonathon D. (1995). World Class Customer Service. Burr
ridge, ILL: Irwin Professional Publishers.
Cannie, Joan Koob. (1994). Turning Lost Customers into Gold—and
The Art of Achieving Zero Defections. New York: AMACOM
Carr, Clay. (1990). Front-Line Customer Service: 15 Keys to Customer
Satisfaction. New York: Wiley.
Donnelly, James H. (1992). Close to the Customer: 25 Management
Types from the Other Side of the Counter. Homewood ILL: Business
One Irwin.
Gerson, Richard F. (1996). Great Customer Service for Your Small
Business. Crisp Publications.
Glen, Perter. (1992). It’s Not My Department! New York:
William Morrow and Company.
Liswood, Laura A. (1990). Serving Them Right: Innovative and
Powerful Customer Retention Strategies. New York: Harper
& Row.
Mahfood, Phillip E. (1993). Customer Crises: Turning an Unhappy
Customer into a Life- Long Client. Chicago ILL: Probus.
Vavra, Terry G. (1995). After Marketing: How To Keep Customers
for Life through Relationship Marketing. Homewood ILL:
Business One Irwin.
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Targeting New Markets
Instructor’s Guide
This guide contains the basic text for teaching "Understanding
Marketing." It is designed to be taught in two, two-hour
presentations. One is on basic marketing and includes packaging;
one is on advertising. It is recommended that the full two hours
be given to these topics because of their importance to the success
of the business venture. However, if less time is available, shorten
the sections on packaging and advertising budget. It is suggested
to survey the participants in advance to determine where the emphasis
in the marketing and advertising sections should be placed.
Throughout the text transparencies are indicated as well as exercises.
In addition handouts at the end of the section may be used at
the leader’s discretion. If handouts are used they should
be discussed or reviewed with the program participants for best
value. The handouts can be used as discussion points throughout
the teaching of the marketing section. Additional references are
listed at the end as well as marketing terms.
Goal: The goal of this session is to provide the new business
person or those just starting a business the basics of marketing
and advertising. The session will create awareness and understanding
of the basic principles of marketing by enabling the individual
to understand that marketing is more than advertising or selling;
the marketing process begins well before the product or service
is developed.
Objectives: The objectives of this section are for
participants to do the following:
• Understand the need of planning ahead for the marketing
and advertising of the business’s product or service.
• Develop a systematic process of analysis in determining
customer wants and needs, competitor strengths and weaknesses,
and the business’s competitive advantage.
• Develop a well-thought advertising program that matches
the competitive advantages of the business with the needs and
wants of the customer through an advertising medium the customer
relates with.
Handouts
Handout 1 — How Marketing Helps Increase Sales
Handout 2 — Rules of Marketing
Handout 3 — Marketing Differs from Selling
Handout 4 — Customer Profile Form
Handout 5 — Who Is the Competition?
Handout 6 — Checklist - Factors Important to Customers
Handout 7 — Ten Steps to Developing an Advertising Strategy
Handout 8 — Advertising Score Sheet
Handout 9 — Road Signs: Content, Visibility, and Letter Size
of Advertising
Advance Sign Locations for Various Speed Zones
Worksheet #1
Worksheet #2
Worksheet #3
Worksheet #4
Miniature copies of the transparencies with space for notes
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Keeping Tabs on Your Cash
Instructor’s Guide
The material contained in the following workbook, along with
the accompanying presentation materials, is designed to assist
home and small business owner-managers in setting up and maintaining
a simple record keeping system to track the flow of income and
inventory/ supplies through their enterprises.
This program is designed to be delivered in a seminar/workshop
format. Presentation of all the materials takes about 1 hour,
depending upon the size and background of the audience. The workbook
can be distributed as a stand-alone handout or in conjunction
with other materials. Excerpts from the workbook can be used in
newsletters and press releases.
Goal: The goal of this session is to introduce the
advantages of simple record keeping.
Objectives: As a result of this program, participants
will know the following:
• The basic elements of a record keeping system.
• The records needed to meet tax requirements.
• How to track business profitability in a timely
manner.
Handouts
The entire text of this chapter may be used as a handout, either
by itself or with other home business materials.
Business Use of Your Home, Internal Revenue Service Publication
No. 587
Depreciation, Internal Revenue Service Publication No. 534
You can order the tax forms and publications needed for this
lesson by calling 1-800-829-3676. Some public libraries keep reproducible
copies of tax forms for copying as well.
Miniature copies of transparencies with space for notes
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Recruiting, Training, and
Motivating Employees
Instructor’s Guide
Experience indicates 68 percent of customers who do not return
to a business do so because of the indifferent attitude of an
employee. The personnel a customer encounters in any retail or
service establishment can form more lasting impressions than the
merchandise itself, the price, or any other part of the business
image. Service driven businesses whose employees show special
concern for their customers will enjoy an edge over their competitors.
If the product is superb but there is a breakdown in service,
the business will suffer! How employees feel about their jobs
will directly influence how they deal with your customers. They
tend to treat customers as they have been treated by their employers.
The way you manage your employees is crucial to your business.
This program can be disseminated through a seminar/workshop format
or excerpts can be used for newsletters, press releases, or radio
programs. The entire text or portions of text can be used as a
handout. Charts can be used as handouts or as background for teaching.
Case Studies can be part of a handout or as background for teaching.
Overhead Transparencies Masters are to be used for teaching.
Goal: To give entrepreneurs a plan for securing and
maintaining employees who are assets to their businesses and are
satisfied in their jobs.
Objectives: As a result of this session, entrepreneurs
will do the following:
• Understand the importance of securing and maintaining
informed and satisfied employees as a key to satisfied customers.
• Learn and understand the procedures taken in finding
and in selecting employees.
• Learn, understand, and apply the principles of effective
employee relations.
Handouts
Handout 1 — Recruiting, Training and Motivating Employees
Handout 2 — Where To Find Employees
Handout 3 — Conducting an Interview
Handout 4 — Employee Checklist
Handout 5 — Example #1
Handout 6 — Example #2
Additional Resources
Employees: How To Find and Pay Them. Small Business Administration
Publication 2/5.002
Setting Up a Pay System. Small Business Administration Publication
5.006
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Employing the PC To Perform
Work
Instructor’s Guide
Goal: The goal of this lesson is to acquaint participants
with basic computer components and terminology, to assist them
in determining the suitability of computer applications for their
businesses, and to establish general criteria for identifying
the most beneficial computer applications to the businesses.
Objectives:
Hardware-Identify the various components of a personal computer
system and understand their relationship to the overall performance
of the system.
Software-Understand the various types of computer applications
and their relationship to managing the business.
Handout: Miniature copies of transparencies with space for
notes.
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Communicating Electronically
Instructor’s Guide
Goal: The goal of this lesson is to acquaint participants
with computer communications using electronic mail and the World
Wide Web.
Objectives: The objectives of this section are for
participants to do the following:
• Understand the basics of computer communication
— the concepts and functions of the Internet.
• Understand the basics of e-mail and how it might
be useful in the small and home-based business.
• Understand the basics of the World Wide Web, including
web pages and the use of web services.
Handouts
Handout 1–World Wide Web for Virginia Cooperative Extension
Handout 2–World Wide Web for Virginia Cooperative Extension
Miniature copies of transparencies with space for notes
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Insuring Against Catastrophes
Instructor’s Guide
This guide includes the basic text for teaching risk management
concepts. If the types of businesses are identified before the
workshop, you can use related examples.
How you use this curriculum depends on the needs of your audience
and the time allowed for presentation. It is developed to be presented
in 45 minutes to one hour. The liability section can be used alone
in a workshop setting (one hour) or as a presentation (20-30 minutes).
Throughout the text, suggestions for use of transparencies and
handouts that are in the appendices are on the left side of the
page. Nine case studies are included for you to select ones that
are relevant to the participants in your workshop. Insurance regulations
may differ among states; a good source of generic information
is the Bureau of Insurance in each state. You also may want to
invite an insurance broker or a business person who has experienced
insurance claims to come in as a resource person. A list of additional
resources also is included.
Goal: The goal of this session is for business owners
to assess risks and develop strategies to manage those risks.
Objectives: On completion of this unit participants
will be able to do the following:
• Recognize the importance of risk management for their
businesses
• Understand risk management strategies
• Define insurance types and their relationship to a home-based
or micro business
• Assess risks and determine management strategies for
individual businesses
Handouts
Handout 1–Liability Insurance Needs for the Home-Based or
Micro Business
Handout 2–Home-Based Business Liability Insurance Information
(Sample of Survey)
Handout 3–Risk Management
Handout 4–Case Studies
Miniature copies of transparencies with space for notes
Additional Resources
Bobannon, D. (1995, March). "Do Small-Business Owners Need
Life Insurance?" Crafting for Profit, 7.
Edwards, Paul & Sarah, (1994) Working from Home, Everything
You Need to Know about Living and Working Under the Same Roof.
New York, New York: GP Putnam Sons.
Eyler, David R. (1990). Starting and Operating a Home-Based Business.
New York: John Wiley & Sons, p. 195-208.
Gessaman, Paul H. (1996). Setting Up Your Own Business: Planning
Your Insurance Coverage. Cooperative Extension, University
of Nebraska-Lincoln, NF 96-277.
Lickson, Charles & Lickson, Bryane. (1997). Finance and Taxes
fo rthe Home-Based Business. Crisp Publications, Inc. Menlo Park.
McCaslin, Barbara S., & McNamara, Patricia P. (1980). Be
Your Own Boss. A Woman’s Guide to Planning and Running
Her Business. Englewood Cliffs, NJ: Prentice Hall, Inc., p.
351.
Owen, J. W. (1989, July 1). Datamation. Management Personnel,
p. 63.
Leech, I. E. & Kratzer, C. Y. (1992). Insurance Issues for
the Home-Based Business, Video 25 minutes. Available from
The Department of Near Environments. To order send a $10 check
or money order made out to Virginia Tech, Treasurer, 101 Wallace
Hall, Virginia Tech, Blacksburg, VA 24061-0424.
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Calculating Financial Ratios
Instructor’s Guide
The material contained in the following lesson, along with the
accompanying presentation materials, is designed to assist the
home-based or small business owner in understanding the enterprise’s
financial statements. By regularly collecting and analyzing financial
statement information, the owner/manager can detect any problems
and make necessary budget revisions before small problems become
large ones. This information also helps potential lenders make
decisions on extending credit to the enterprise.
This program is designed to be delivered in a seminar/workshop
format. Presentation of the materials takes at least 1-1/2 hours,
to allow participants plenty of time to work through the examples.
Encourage participants to bring calculators to class. Examples
of a balance sheet and income statement for a fictitious company
to use in calculating relevant ratios are included in the appendix.
Goal: The goal of this session is to introduce the
home-based and micro business owner-manager to ratio analysis.
Objectives: As a result of this program, participants
will do the following:
• Know about a few key ratios used for industry-wide
comparisons.
• Be able to calculate key ratios.
• Have the names and addresses of the sources
for industry averages.
Handouts
Handout 1–Calculating Financial Ratios
Handout 2–Income Statement
Handout 3–Balance Sheet
Miniature copies of transparencies with space for notes
Additional Resources
NCR Publication 555, Rural Retailers: Financial Profile of High-Profit,
Medium Profit and Low-Profit Firms. Michigan State University,
Extension Bulletin Office, 10B Agriculture Hall, East Lansing,
MI 48824-1039. Phone 517-355-0240.
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Getting Your Just Deductions
Instructor’s Guide
The material contained in the following chapter is designed to
assist the home-based or small business owner with general information
about business taxes. Even if the business’s taxes are handled
by a professional preparer, the information contained in this
chapter should be useful in helping the home-based and micro business
owner-manager in assembling his or her records for the preparer.
The information contained in this publication is based on the
tax law as of October 1999. References to IRS forms and tax rates
are derived from revised 1996 forms, and some adaptation for changes
may be necessary in the future.
A C.P.A., an attorney who specializes in tax law, or an enrolled
agent is the most appropriate person to present this information.
A lay person who presents legal information, even in an educational
setting, runs the risk of giving legal advice in response to questions
from the audience. Only a licensed professional can do so without
incurring significant penalties.
This program is designed to be delivered in a seminar/workshop
format. Presentation of the materials takes at least 1-1/2 to
2 hours.
Goal: To introduce the micro/home business owner-manager
to relevant income tax regulations.
Objectives: The objectives of this chapter include the
following:
• To walk the micro/home business owner-manager through
the process of completing Schedule C.
• To assist micro/home business owner-managers in understanding
the rules surrounding some business deductions and to inform them
of some recent Supreme Court decisions governing home office deductions.
• To assist the micro/home business owner-manager in organizing
his or her financial records.
Handouts
Handout 1–Schedule C
Handout 2–Home Office Worksheet
Handout 3–Getting Your Just Deductions Text
IRS Publication: # 587 -Business Use of Your Home
How To Get IRS Forms and Publications:
You can order the tax forms and publications mentioned in this
workbook from the IRS Forms Distribution Center for your state
at the address below or by calling the "Forms Only"
number, 1-800-829-3676. Some public libraries keep reproducible
copies of tax forms for copying as well.
If you are located in Alaska, Arizona, California, Colorado,
Hawaii, Idaho, Montana, Nevada, New Mexico, Oregon, Utah, Washington,
Wyoming: send your request to Western Area Distribution Center/
Rancho Cordova, CA 95743-0001.
If you are located in Alabama, Arkansas, Illinois, Indiana, Iowa,
Kansas, Kentucky, Louisana, Michigan, Minnesota, Mississippi,
Missouri, Nebraska, North Dakota, Ohio, Oklahoma, South Dakota,
Tennessee, Texas, Wisconsin: send your request to Central Area
Distribution Center/ P.O. Box 8903/ Bloomington IL 61702-8903.
If you are located in Connecticut, Delaware, District of Columbia,
Florida, Georgia, Maine, Maryland, Massachusetts, New Hampshire,
New Jersey, New York, North Carolina, Pennsylvania, Rhode Island,
South Carolina, Vermont, Virginia, West Virginia: send your request
to Eastern Area Distribution Center/ PO Box 85074/ Richmond, VA
23261-5074.
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Searching for Capital
Instructor’s Guide
The material contained in the following lesson, along with the
accompanying presentation materials, is designed to assist the
home-based or small business owner in acquiring outside capital
for his or her growing enterprise.
This program is designed to be delivered in a seminar/workshop
format. It is recommended the material be presented in two one-hour
sessions, to allow participants plenty of time to work through
the material and to ask questions. In the second session they
could also begin preparing their own loan packages. The instructor
needs to have examples of a balance sheet and income statement
available to the participants so they know what potential lenders
will be asking from them.
Goal: The goal of this chapter is to introduce home-based
and micro business owners to some of the ways of acquiring outside
capital.
Objectives: These are the objectives of this chapter:
• To acquaint the home and micro business owner-manager
with some sources of outside capital.
• To highlight some types of loans offered by commercial
lenders.
• To present one method of preparing a loan package.
• To supply some tips on establishing and maintaining
a working relationship with a commercial lender.
Handouts
Handout 1–Money Needs for the First Three Months
Handout 2–Cost-of-Living Budget
Handout 3–Cash-Flow Projections
Handout 4–Searching for Capital
Miniature copies of transparencies with space for notes
Back to Top
Chapter
23
Electronic Retailing: Selling
on the Internet
Instructor's Guide
This unit contains basic information for teaching existing businesses
and new business start-ups
how to get started in selling products and services to customers
through a retail web site. It is
designed to be used in a 2-4 hour session depending on the size
of audience and accessibility to
an electronic classroom with Internet access. If the latter is
available, the instructor can use a
combination of lecture and hands-on approach to teaching.
Goal: Entrepreneurs will learn how to sell
their products and services electronically through a
retail web site.
Objectives: As a result of this session,
entrepreneurs will learn the following:
• What people are currently buying and selling via the Internet
• What e-customers want from a retail web site
• How to get started in building a web store
• How to choose and purchase a domain name
• The factors to consider for an online catalog and ordering
system
• About online merchant accounts and payment processing
• About the importance of online customer communication and
tracking systems
• About web hosting options
• Design and technical considerations for retail web sites
• How to market a web site
Handouts
Camera-ready copy of Instructor's Guide
Miniature copies of transparencies with space for notes
Additional Resources
Adding A Human Touch to Your E-Commerce Web Site
http://www.ecommercetimes.com/news/special_reports/human-touch.shtml
All Things Web
http://www.pantos.org/atw
Be Like Amazon
http://www.store.yahoo.com/belikeamazon.html
Be Like Bezos
http://www.ecommercetimes.com/small_business/strategy/strauss307.shtml
BizReport
http://www.bizreport.com
Build Traffic with Incentives
http://www.store.yahoo.com/tracklink.html
Business To E-Commerce: Selling on the Internet
http://www.ext.msstate.edu/fce/homebus/ecommerce.html
Business 2.0
http://www.business2.com
Choosing a Domain Name
http://www.store.yahoo.com/domainnames.html
Closing the Digital Divide
http://www.ntia.doc.gov/ntiahome/dn/index.html
CyberAtlas
http://cyberatlas.internet.com
Datamonitor
http://www.datamonitor.com/
Designing Web Usability: The Practice of Simplicity
http://www.useit.com/jakob/webusability
Digital Economy 2000
http://www.esa.doc.gov/de2000.pdf
Driving Repeat Sales with Loyalty E-mail
http://www.ecommercetimes.com/news/special_reports/repeatsales.shtml
E-business Advisor
http://www.advisor.com/MEB
E-Commerce Alert
http://www.ecommercealert.com
E-Commerce, How It Works
http://www.starconcepts.co.uk/internet/ecommerce.html
E-Commerce Times
http://www.ecommercetimes.com
Electronic Commerce Guide
http://ecommerce.internet.com
Electronic Commerce World
http://www.ecomworld.com
Emmerce
http://www.computerworld.com
Establishing a Merchant Account for Your Web Business
http://www.ecommercetimes.com/news/special_reports/merch-acct.shtml
Fast Company
http://www.fastcompany.com/homepage
Forrester
http://www.forrester.com
Generating Sales from Search Engines
http://www.store.yahoo.com/se.html
Getting Started Selling Online
http://www.ecommercetimes.com/small_business/getting_started/index.shtml
Guide to Electronic Commerce
http://www.nightcats.com/sales/free.html
How to Sell Online
http://www.store.yahoo.com/howtoselonwe.html
Internet Economy Indicators
http://www.internetindicators.com
InterNIC
http://www.internic.net
Listing Your E-Store on Search Engines
http://www.ecommercetimes.com/small_business/getting_started/strauss229.shtml
Planning for the Perfect Online Store
http://www.ecommercetimes.com/small_business/strategy/story-2-a.shtml
Questions & Answers About E-Commerce Basics
http://www.commerce.net/resources/efaq.html
Security Concerns
http://www.extension.umn.edu/mainstreet/curriculum/ecomm/ec_secur.html
Selling on the Internet: How to Get Started and
How Much Does it Cost?
http://www.ecommercetimes.com/small_business/getting_started/story-1-a.shtml
Setting Up Shop in Cyberspace
http://www.ecommercetimes.com/small_business/getting_started/firstdata.shtml
SME Worldwide
http://www.sme.com
Strategies for Selling Online
http://www.ecommercetimes.com/small_business/strategy/index.shtml
Study: Top Customer Service Drives E-Commerce Sales
http://www.ecommercetimes.com/news/articles/991201-1.shtml
The ABC's of E-Commerce
http://www.virtualpromote.com/guest5.html
The Seven Deadly Sins of E-Commerce
http://www.ecommercetimes.com/small_business/getting_started/deadly-sins-a.shtml
United States Department of Commerce E-Commerce
Site
http://www.ecommerce.gov
Zcommerce
http://www.zcommerce.com
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